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Labatt Blue Signs Five-Year Landmark-Level Sponsorship Deal At Little Caesars Arena

Labatt Blue has signed a five-year deal as a Landmark-level sponsor for the new Little Caesars Arena and will "stay the official Canadian import beer" of the Red Wings, according to JC Reindl of the DETROIT FREE PRESS. Olympia Entertainment yesterday announced the beer company will "gain a branded Labatt Blue Zone in the future arena's main concourse," as well as "sponsorship rights to the Labatt Blue Club that will be located in the arena's north end." Reindl notes Labatt Blue "started its partnership" with the Red Wings this season. Labatt is the "fifth Landmark partner announced" for the new arena. Terms of each deal have "stayed confidential." Revenue from the sponsorships will "go to the arena's private operators -- not into public coffers." The Red Wings will "host a Labatt Blue Night" at Joe Louis Arena on Friday, and the event will "include a giveaway to the first 7,500 adult fans of a magnet replica of the Detroit Red Wings/Labatt Blue wall mural painted earlier this year" (DETROIT FREE PRESS, 3/22).

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